Project objectives

Increase conversion during onboarding

80% of users dropped off before creating an account,indicating that the onboarding experience didn’t clearly convey the app’s value.

Increase user engagement

Users didn’t return to the app or explore beyond their first interaction.

Craft a good user experience

Design a clear and motivating experience that makes it easy for users to feel in control of their money.

Early insights

I led with data, using Mixpanel insights and an early UX audit to validate the pain points users faced during onboarding and their first interactions with the app.

Understanding the Stakehoders

Guiding Ideation

To move from findings to solutions, I mapped key UX signals that would guide ideation and help align user needs with business goals.

Reframing Onboarding to Communicate Value

Most users came from banks to check their credit score. It was shown too early, so I gated access until after sign-up and simplified onboarding with phone authentication. I also added did the following:

Reducing onboarding screens

Highlighting app value

Highlighting key functionalities